Know Your Differentiators

One of the most overlooked tools in the business development kit is the “differentiator”. A differentiator can come in the form of a unique solution to a problem, a special offer, or a value proposition that grabs your prospect’s attention.

It is important to identify your differentiators early in the process of promoting a product or service because buyers often choose a company based on these differentiators. It helps the prospect set apart solution offerings in their minds when making a decision. In fact, a differentiator can remain in the mind of your customers and prospects for years to come.

Successful companies make use of differentiators when creating effective marketing campaigns. It helps them set apart their particular offerings from competitors and highlight unique benefits. Take for example, a few of these differentiators from some industry leaders:

Subway – Eat Fresh (the implication is that competitors sell pre-made items that are not as fresh)

Wal-Mart – Save money. Live better. (use less money buying staple goods and more money doing what you like)

1-800-Pet-Meds – America’s Largest Pet Pharmacy (we have all the pet medications you will ever need)

Unless you’ve invented an item that has never been seen before, chances are you will have some competition. The message you deliver through your marketing and sales channels should focus on what makes your solution better and how clients will benefit.

How do you differentiate your products and services? We'd love to hear your thoughts.